I would do #1. It is time appropriate advertising. IMO people aren't going to care about a lawn add in late fall. Seeing the lawn pic might make some people quickly disregard it and thus you miss an opportunity. Also, I would change the website to only cap the first letters of the word. If you want all caps I would at least use a bigger font for the first letters of each word. That way it is easier for people to pick up quickly...